Birkenstock has been enjoying a renaissance in fashion circles for the past few years, its popularity buoyed by a taste for all things slightly ugly and ungainly. While the company has long sworn up and down that it would never chase fashion trends, it has been doing its share to capitalize on its current brand heat. In June 2017, it even held its first-ever show at Paris Fashion Week.

Not long after, it also launched a pop-up retail concept, called The Box, which is what the Rick Owens collaboration is tied to. It’s a mobile freight container that the company sets up at different shops, intended to be “like a blank canvas” for its partners to fill in, CEO Oliver Reichert told Business of Fashion (paywall).

The Box debuted in summer 2017 at the luxe Berlin retailer Andreas Murkudis, and has since been making its way to other shops, such as Barneys New York, where it appeared during New York Fashion Week in September. The partnership with Barneys included some Birkenstock Arizona sandals, reinterpreted with a pink, furry footbed.

On April 18, The Box will station itself outside of Owens’ Los Angeles store on La Brea Avenue (the one with the Owens chairs). The space will carry a limited selection of classic Birkenstock sandals, as well as an assortment of Rick Owens clothing, accessories, objects, and furniture.

What The Box will look like outside of Rick Owens’ LA store.
What The Box will look like outside of Rick Owens’ LA store.
Image: Birkenstock

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